The reinvention of large-screen advertising: Teads and V enable hardware segmentation and home screen dominance
The omnichannel results platform Teads and the Smart TV operating system V (formerly known as VIDAA) have announced a multi-year strategic agreement that will extend until 2028. This alliance seeks to transform the way brands interact with consumers from the main screen of the home.
Global exclusivity during peak shopping season
The centerpiece of this collaboration establishes Teads as the exclusive global partner for an unprecedented 10-day takeover of the Home Screen of smart displays during the year's highest volume sales: Black Friday and Cyber Monday.
This model introduces advanced segmentation capabilities at the hardware level:
- Segmentation by context and size: For the first time, global advertisers will be able to use device-specific metrics to reach audiences based on screen size—including the Platinum display category—and the TV's location within the home.
- International scale: The solution will deploy interactive and video advertising formats directly into living rooms in approximately 30 markets across EMEA, APAC, and the Americas, including the United States.
- Integrated ecosystem: V operates as the connected TV platform that powers leading manufacturers' brands such as Hisense and tens of millions of smart TVs worldwide.
Neuroscientific evidence and attention retention
The impact of home screen formats is supported by recent research developed in conjunction with neuroscience specialist MediaMento Institute:
- Superior attention rate: In controlled tests, Teads' video ads on the Home Screen achieved an attention rate of 48%, surpassing traditional skippable ads by 16 percentage points.
- Engagement speed: Interactive 3D creative pieces captured viewers' attention 29% faster and managed to sustain it longer compared to conventional formats.
David Kostman, CEO of Teads, highlighted that the alliance redefines TV purchasing by providing a unified entry point with global scale, while Guy Edri, CEO of V, emphasized that the platform becomes an active hub for commercial discovery during the year's most important shopping window.
From next+'s editorial perspective, the alliance between Teads and V marks the decisive step for the Connected TV (CTV) ecosystem from advertising within streaming applications to the hegemony of the Home Screen. As viewers turn on their TV, the operating system has become the new consumer gateway. Allowing advertisers to segment by the physical size of the screen and the room where the device is located provides unprecedented precision for retail and mass consumer brands during Black Friday. This move demonstrates that in modern Adtech, the convergence between hardware intelligence and interactive creativity is key to winning the battle for attention in the home.